FACTORES CONDICIONANTES DEL COMPORTAMIENTO DEL CONSUMIDOR EN BASE A LA COMPRA DE COMIDA VEGETARIANA EN LA CIUDAD DE MACHALA

Abstract:

Promote the image of restaurants offering vegetarian food through the design of marketing strategies to allow proper positioning it is conditioned by the reflection of a society that constantly worries about products to benefit their health and that of their relatives, therefore choose to eat vegetarian food is necessary for those who have discovered its benefits, which is why the develops a prior research, using a methodology of orientation Qualiquantitative through the implementation of the modality of field research, where results were obtained through the required direct contact on the part of the investigator with the reality, by means of a survey conducted by the citizenship of Machala, reflecting that respondents mentioned that It should encourage this way of life by showing the benefits that brings, also enabled us to identify the determinants of consumer behavior on the basis of the purchase of vegetarian food in the city of Machala, showing a great relevance to implement marketing strategies that facilitate the continued development to the vegetarian restaurants, which are a plasma model marketing plan to follow that will allow you to achieve what is raised. It is suggested that designing a logo for the vegetarian restaurants for your greater identification, as well as remodeling of the infrastructure for their differentiation to the other in the same way it is recommended that the staff of work use uniform that you facilitate distinguished as those who offer their service in the restaurant and finally, it is suggested to place music in the background to create a pleasant atmosphere at the time of tasting the dishes offered in the restaurant of vegetarian food.

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